外貿(mào)英語函電教案.doc

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福州外語外貿(mào)職業(yè)技術(shù)學(xué)院 教 案 第 一 學(xué)期 課程名稱 外貿(mào)英語函電 任課教師 戴浙閩 Chapter I Layout of Business Letter 【Teaching Aims】 As China opens wider to the outside world, its foreign trade has expanded greatly in recent years. Meanwhile, competition is becoming keener and keener. To attract more customers, well-written business letters often play an important role besides good quality and reasonable price. So it is of the utmost importance for the students who want to be engaged in international trade in future to learn how to keep in touch with firms or merchants abroad by correspondence and how to draft effective business letters. Millions of business communications which were transmitted by cable or telex are now being sent by fax or e-mail. Business letter-writing is also experiencing a rebirth. This part deals mainly with the layout of and the parts contained in a business letter. Through study of this part, students will master two layout styles, seven principal parts, seven optional parts and different ways of addressing an envelope. 【Main & Difficult Points】 1. Two styles of layout 2. Seven principle parts and seven optional parts 3. Addressing envelopes 【Key Words & Expressions】 letter-head inside name and address body of a letter salutation attention line blocked style indented style 【Teaching Contents】 Brief Introduction Business letters are the principle means used by firms or companies to keep in touch with their customers. They send business letters to ask for or to convey information; to make or to accept an offer; to deal with matters concerning negotiation of business, etc… Although formality in business letter writing is rapidly giving way to a less conventional and more friendly style, the layout still follows a more or less set pattern determined by custom. Choice of layout is a matter of individual taste, but it is better to follow established practice, to which the business world has become accustomed. It is good to adopt one form of layout and stick to it. 【Teaching type】 Theory teaching, discussion, practice 【Time Arrangement】 Step 1: Brief Introduction (10m) Step 2: Layout of business letter in details (2h) Step 3: Revision (5m) Step 4: Homework (5m) 【Teaching Methods】 Instruction, discussion, practice 【Teaching Resources】 Multi-media 【Teaching Procedures】 Step 1. Layout of business letter in details Ⅰ、The writing of business letter 商業(yè)書信的撰寫 商業(yè)書信的特點: 1、完整 2、具體 3、清楚 4、簡潔 5、禮貌 6、體諒 7、正確 Ⅱ、 Styles of layout 1. Indented Form / Style 縮頭式，縮行式 2. Blocked Style 齊頭，平頭式 3. Modified Style / Semi-Indented Style 混合式 → Modified Block with Indented Paragraphs 段落縮頭式 Modified Block with Blocked Paragraphs 段落齊頭式 Ⅲ、The Structure of a Business Letter (Ⅰ) Seven Main / Principle Parts 七個主要部分 1． The Heading or Letter-head 信頭 → 公司名稱和地址（name and address of the company） 電話、電傳、傳真號碼、電報掛號(telegraphic address)、e-mail 2． The Date / Date Line 日期 1） 年份應(yīng)完全寫出：eg. 1998 2） 月份應(yīng)用英文，不用數(shù)字 3） 月份名稱可縮寫：Aug. , Oct. 4） 24th March, 2007 (Br. Style) March 24, 2007 ( AmE. Style) 3． The Inside Name and Address 封內(nèi)名稱，地址 (1) Generally, the inside name and address in an English business letter should include the following: 1） the name of the firm or company addressed to 2) number and street 門牌號碼和街名 3） name of city, state or country and its postal code 所在城市、州、縣名及郵政編碼 P.O. Box 信箱 4） name of country (2) C/O: care of 轉(zhuǎn)交 (3) 行名前（以人名為行名）冠以“Messrs”,表客氣 4． The Salutation 稱呼 商業(yè)函件多用Dear Sirs, 不能單獨用Sirs. 公事函件用Dear Sir. 半公半私用Dear Mr. 美國人常用Gentlemen, 后用冒號 Dear Sirs 后用逗號 5． The Body 1) The Opening Sentences 開頭語 2） The Body of the Letter 信的正文 3） The Closing Sentences 結(jié)尾語 a. 用分詞短語開頭 Awaiting your good news, we are, b. 用完整句子開頭 We await your good news. 6． The Complimentary Close 結(jié)束語，結(jié)尾敬語 1） The complimentary close is a polite way of bringing a letter to a close. It keeps in tone with the salutation. The most common used sets of salutation and complimentary close are: Formal : Dear Sirs, …. Yours faithfully Gentlemen: … Truly yours Less formal: Dear Mr. Henry: … Yours sincerely Dear Ms. Smith: … Yours cordially 2） Formal 順序 Very sincerely yours, Yours very sincerely, Yours sincerely Sincerely yours Sincerely, 7． The Signature 簽名 The name of the firm that the writer represents should be written in capitals below the complimentary close, followed by the signature of the manager. To sign with a rubber stamp shows discourtesy. 商號名稱用大寫，再由負(fù)責(zé)人簽名，用圖章有欠禮貌。 (Ⅱ) Seven Optional Parts 選擇部分 1． The Reference Number / The references 存檔編號，案號 The references may include a file number, department code or the initial of the signer of the writer. They are marked “Our Ref.” and “Your Ref.” to avoid confusion. They may be placed immediately below the letterhead. Eg. Our ref.: LGB / w.w. Your ref: JDM / je 1) facilitate the writer’s numbering and filing the letters he receives 便于發(fā)信人編號歸檔，以便將來查閱。 2) enable the writer or the recipient to link the reply with the previous correspondence 便于寫信人或?qū)Ψ綄⒒睾c以往的信件聯(lián)系起來。 2． The Attention Line 注意事項，致收信人 Generally, it is used where the writer of a letter addressed to a firm or a company whishes to direct it to a specific person. It generally follows the inside address and was two line-spacing above the salutation, underlined. 需注明對方經(jīng)辦人，希望收信商號將信迅速交經(jīng)辦人辦理，可用Attention / Attention of, 用于稱呼上兩行，加底線。 Eg. For the attention of Mr. Smith Attention: Mr. Smith Attention of Mr. Smith, Export Manager Attention of Purchasing Manager 3． The Subject Line / Re Line / The Subject Heading or Caption 事由，事由欄 → Main heading: 主標(biāo)題 Paragraph headings: 分標(biāo)題 It gives a brief indication of the content of the letter. There are two kinds of subject headings---main headings and paragraph headings. The main heading is typed two line-spacing below the salutation, underlined. The paragraph heading is placed at the beginning of each paragraph to show what subject the paragraph is dealing with. 標(biāo)題分為主標(biāo)題和分段標(biāo)題。主標(biāo)題在稱呼下面空兩行，加下橫線。 分段標(biāo)題放在每段之首， 表示這一段所涉及的主題。 4． The Reference Notation 經(jīng)辦人代號 主辦人代號： reference initials Identification Mark / The identification line The reference notations are made up of the initials of the person who dictates the letter and of the secretary or typist. The initials are usually typed two line-spacing below the signature against the left-hand margin. The two sets are separated by a colon or a slant, with the dictator’s coming first. You may capitalize both, or neither, or only the first of the set. 將主稿人和速記員的姓名第一個字母連續(xù)打出，兩者之間用冒號或斜線分開可以全部大寫，或全部小寫，或只將口述人姓名首字母大寫。以便日后查對由何人主稿，由何人速記打字。 Eg. HW / JZ HW: JZ HW :jz HW / jz 5． The Enclosure 附件 If something is enclosed with the letter, type the word “Enclosure” or an abbreviation of it (Encl.) at the left bottom with a figure indicating the number of enclosures, if there are more than one. Eg. Enclosure: Price list Enclosures: 4 Encl. As stated. Encls.: 2 Invoices 6． The Carbon Copy Notation 抄送 If the copy of the letter is to be sent to a third party, type cc or CC two line-spacing below the signature or immediately below the enclosure at the left-hand margin, followed by the name of the recipient of the copy. 信件的內(nèi)容需抄送第三方時， 可在簽名或附件下兩行沿左邊緣線打上cc /CC, 再打上抄送對象的名稱即可。 But in some countries, people are using the brand name Xerox for cc as the latter one is now almost replaced by the photocopy in business circle. 但在有些國家，由于商界幾乎已全部采用影印件來抄送，故往往用Xerox來代替cc. Eg. cc: Shanghai Branch Office 7． The Postscript / P.S. 附言 A postscript is an afterthought which we should try to avoid using, as in formal letters this is usually a sign of poor planning. If something is forgotten, it is better for the writer to rewrite the whole letter. But as a special device, it has two legitimate functions: 1) Some executives, to add a personal touch to their typewritten letter, occasionally add a postscript in pen and ink. 以示親切 2) Writers of sales letters often withhold one last convincing argument for emphatic inclusion in a postscript. 為加深印象，將最有說服力的論點歸納在附言中。 Ⅳ、Addressing Envelopes The three important requirements of envelope addressing are accuracy, clearness and good appearance. Business stationery ordinarily has the return address printed in the upper left corner of the envelope. Name and address of the receiver should be typed above half way down the envelope, leaving enough space for the postmark and stamps. Post notations such as “Registered”, “Certified”, or “Confidential” should be placed in the bottom left-hand corner. Example of Envelopes Messrs. William & Sons (Stamp) 58 Lancaster House, Manchester, London The National Transport Co. (Registered) 120 Broadway Street Rangoon, Burma ★ 附注項： 1． 如一信須由特種郵路或郵船寄送，或說明信的類別，可在信封左下角注明： 1） Per S/S “Empress of Canada” 由…輪寄遞 2） Via Siberia For Europe 經(jīng)由西伯利亞寄往歐洲 3） Via Cape Town 經(jīng)由南非寄遞 4） Via Air Mail 航空郵寄 5) Via Air Mail Registered 航空掛號 6） Registered 掛號郵件 7） Express 快遞郵件， 快件 8） Parcel Post 包裹郵件 9） Sample Post 樣品郵件 10）Samples of Merchandise 貨物樣品 11）Samples of no commercial value 贈品 2． 私人信或密件，須收信人親自開啟時，可在信封左下角注明： 1） Private 私人信 2） Personal 個人信 3） Confidential 機(jī)密信 3． 其他： 1） 信封左下角注明： Attention Hardware Dept. 請交五金部辦 2） 由公司轉(zhuǎn)交私人信，在收信人姓名后，在公司名稱前加c/o Eg. Mr. Charles Wood c/o China National Chemicals Import & Export Corporation 3) 托人帶信： → Mr. Charles Wood Kindness of Mr. J. W. Smith 或用：Per Kindness of … By Kindness of … Through the Courtesy of … Step 2: Revision After studying the layout of business letter in details, ask the students master two layout styles, seven principal parts, seven optional parts and different ways of addressing an envelope. Keep these important points in mind. Make sure they can master all these main points. Step 3: Homework 1. Finish the exercises. 2. Remember the new words and important language points. 3. Prepare the next lesson. Key to the Exercises I. Arrange the following in proper form as they should be set out in a letter: : China Fujian Chemical Imp. & Exp. Corp. 128 Wuyi Road , Fuzhou, China Fax: 0591-7533426 Tel: 0591-7533526 March 23, 2003 H.G Wilkinson Company Limited 245 Lombart Street, Lagos, Nigeria Dear Sirs, Re: Sewing Machines We thank you for your letter of March 16 enquiring for the captioned goods. The enclosed booklet contains details of all our Sewing Machines and will enable you to make a suitable selection. We look forward to receiving your specific enquiry with keen interest. Yours faithfully, II. Address an envelope for the above letter: China Fujian Chemical （Stamp） Imp. & Exp. Corp. 128 Wuyi Road Fuzhou, China H.G Wilkinson Company Limited 245 Lombart Street, Lagos, Nigeria (Registered) Chapter II Establishment of Business Relations Lesson One Self-Introduction 【Teaching Aims】 It is fairly true to say no customer, no business. To establish business relations with prospective dealers is one of the vitally important measures either for a newly established firm or an old one that wishes to enlarge its business scope and turnover. This chapter deals mainly with the establishment of business relations and credit inquires. Through the study of this chapter, students will be able to write letters on establishing business relations and inquiring about new customers’ credit status. 【Main & Difficult Points】 1. Introduction of your company and its business scope 2. Information on products 3. Credit inquires 【Key Words & Expressions】 owe… to… avail oneself of specialize in deal in acquaint … with under separate cover for one’s reference quotation upon receipt of 【Teaching Contents】 Brief Introduction Establishment of business relations means setting up business connections between two firms who have had no business dealings with each other before. Just as a factory requires a complete set of machinery to proceed with production, a firm engaged in international trade needs extensive business connections to open up as many international markets as possible and increase its trade volume much. Therefore, to establish extensive business relations with prospective dealers is of the utmost importance in the international trade. Foreign merchants may be approached through the following channels: 1. Web 2. Banks 3. Commercial Counselor’s Office 4. Chambers of Commerce in foreign countries 5. Trade Directory 6. Advertisements 7. Attendance at trade fairs and exhibitions held at home and abroad 8. Mutual visits by trade delegations and groups, etc. 9. self-introduction by merchants themselves Having obtained the name and address of the firm you are about to enter into relations with, you’d better get to know all the possible information about the firm, especially its financial position and business integrity which are considered vital in today’s business. You may approach banks, chambers of commerce, or inquiry agencies for information. As a usual practice, the first transaction dealers, especially importers, would be required to provide their own banks or trading partners with credit references. A letter aiming at establishing business relations often consists of the following parts: 1) where you get the information about the person or company to whom you are writing the letter; 2) your intention for export or import; 3) a brief introduction to your business scope, experience and products; 4) the reference as to your firm’s credit standing; 5) expectation for cooperation and an early reply. 【Teaching type】 Theory teaching, discussion, practice 【Time Arrangement】 Step 1: Introduction (5m) Step 2: Details in establishing trade relations (15m) Step 3: Details of the letter (1h) Step 4: Revision (5m) Step 5: Homework (5m) 【Teaching Methods】 Instruction, discussion, practice 【Teaching Resources】 Multi-media 【Teaching Procedures】 Step 1: Introduction To establish business relations with prospective dealers is one of the important measures either for a newly established firm or an old one that wishes to enlarge its business scope and turnover. Merchants abroad may be approached through some kind channels, while of all these channels, communication in writing is the most constantly used in business activities. Before teaching the new lesson, give the students some general idea of the business letter. Let them have a sense of importance of establishing trade relations. Step 2: Details in establishing trade relations 1. Channels of establishing trade relations. 1) the banks 2) web 3) the Chambers of Commerce both at home and abroad 4) Commercial Counselor’s Office 5) The advertisements in newspapers, TV, radio,etc. 6) The periodicals, magazines 7) Trade directory 8) Friends in business circles 9) The introduction from his business connections 10) Attendance at trade fairs and exhibitions held at home and abroad 11) Mutual visits by trade delegations and groups, etc. 12) The market investigations 13) Self-introduction by merchants themselves 2. Correspondence 1) the lines of business being handled 2) long history and wide experience 3) Goods--- State simply, clearly and consciously what you can sell or what you expect to buy. Express the desire to establish the business relations. 4) Finances 5) Financial standing 6) Closing---express the desire to establish the business relations. Step 3: Details of the letter Ask the students to read the whole letter first and let them get the general idea of it. Then explain it in details. I. Language Points 1. owe: v. 把……歸功于…… （后常接to） Eg. We owe your name and address to …. 承蒙……告知貴公司的名稱和地址。 類似的表達(dá)方式還有： ▲ We are indebted to …for your name and address. ▲ We come to know the name and address of your firm through … ▲ Through the courtesy of … we come to know your name and address. ▲ We have obtained your name and address from … ▲ On the recommendation of …, we have learned with pleasure the name of your firm and shall be glad to enter into business relations with you. ▲ Your firm has been recommended to us by … ▲ Having had your name and address from…, … ▲ Your name and address have been passed on to us by … 2. Commercial Counselor’s Office 商務(wù)參贊處，商贊處 3. through whom we have learnt you are importers of Chinese Textiles and Cotton Piece Goods. 這是一個定語從句，介詞加關(guān)系代詞, 介詞放前。 similar: through whom we understand that you are well experienced in the export of engineering equipment with service. We get to know your corp. from your CCPIT with which we have been in good business relations for many years. 4. Cotton Piece Goods: 棉布（匹頭）， 在外貿(mào)業(yè)務(wù)中不用cloth。 ★ 棉布品種繁多，其中價格大眾化的有粗布sheeting 和細(xì)布shirting; 再按顏色分類有本色grey，漂白bleached, 染色dyed和印花printed四種。在進(jìn)行交易時，除了講明規(guī)格外，常用小塊剪樣裝訂成冊，稱為樣本(Sample book)，附有商品編號。 5. avail oneself of …: 利用 Eg. We avail ourselves of this opportunity to thank you for your efforts in promoting the friendly business relations between us. 借此機(jī)會對你們?yōu)榇龠M(jìn)我們彼此之間友好業(yè)務(wù)關(guān)系而作的努力表示感謝。 You may avail yourselves of the advantage of this strengthening market. → avail: n. 效用；幫助；利益 Eg. It would be of no avail to bargain with us over the price. → available: adj. 可以利用的， 可以供應(yīng)的；可以得到的 Eg. We have sold all available stocks in this line. If you have anything available, please offer. → availability: n. 利用（供應(yīng)、得到）的可能性 Eg. Business depends on the availability of steamer (with cold storage). → availabilities: (pl.) n. 可供應(yīng)的貨 Eg. We enclose a list of our present availabilities. 6. establish business relations with …: 與……建立業(yè)務(wù)關(guān)系 ＝ enter into business relations / make business contact 建立業(yè)務(wù)聯(lián)系 Eg. We wish to establish / entered into business relations with you to our mutual benefit. 我們希望與你方建立互利的貿(mào)易關(guān)系。 7. state-operated corporation: 國營公司 8. Established in 1950, we are a state-owned corporation specializing in the import and export of Textiles with a registered capital of RMB30 million. 我們是一家國營公司，公司成立于1950年專營紡織品進(jìn)出口業(yè)務(wù)，擁有注冊資金人民幣三千萬元。 ★ 過去分詞短語(Established in 1950)與現(xiàn)在分詞短語(specializing in the import and export of Textiles)同時修飾主語，這在函電中自我介紹較常使用 9. specialize in: 專營 Eg. Our corporation is specialized in handling the import and export business of textiles. 我公司是專門從事紡織品進(jìn)出口的。 10. registered capital: 注冊資金 11. expand our business scope: 擴(kuò)大經(jīng)營范圍 12. deal in: 經(jīng)營 Eg. Our company is dealing exclusively in light industry products. 我公司從事輕工產(chǎn)品的獨家代理。 ★ 類似的表達(dá)法還有： handle, trade in, be in the line of, be engaged in 13. In order to acquaint you with our business lines …: In order to give you a general idea of business lines… 為了使你們更好地了解我們的業(yè)務(wù)…… 14. acquaint：v. 使熟悉，使了解，使認(rèn)識 → 1）acquaint sb. with sth. Eg. We want to acquaint ourselves with the supply position of steel products. 我們想熟悉一下鋼材的供應(yīng)情況。 → 2）be / get acquainted with Eg. We are not acquainted with these articles. 我們對這些商品不熟悉。 We are well acquainted with the market conditions in Southeast Asia. 我們對東南亞市場非常了解。